Transfer Of Marketing Knowledge In Thai International Joint Venture Firms
The focus of this study is the transfer of marketing knowledge within Thai joint venture firms. The perspectives of Thai managers were surveyed using a structured instrument. The analysis identifies seven dimensions of marketing management knowledge: promotion management, price management, logist...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2010
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36553/1/art_5_%28197-216%29.pdf |
| _version_ | 1825833491917438976 |
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| author | Mohamad, Osman T. Ramayah, T. Ramayah Hathaivaseawong, Nit |
| author_facet | Mohamad, Osman T. Ramayah, T. Ramayah Hathaivaseawong, Nit |
| author_sort | Mohamad, Osman |
| collection | USM |
| description | The focus of this study is the transfer of marketing knowledge within Thai joint
venture firms. The perspectives of Thai managers were surveyed using a
structured instrument. The analysis identifies seven dimensions of marketing
management knowledge: promotion management, price management, logistics
management, product innovation management, strategic marketing management,
cross-cultural management, and target marketing management. The incidence of
transfer is highest for activities in strategic marketing management, followed by
price management. Transfer in product innovation management and target
marketing management tends to vary with the age of the joint venture. Joint
venture firms with foreign partners originating from Western, advanced,
industrialised nations recorded the highest incidence of knowledge transfer
occurring within product innovation management. This trend also holds true for
the management of promotion activities. The incidence of transfer in target
marketing management is lowest among firms with foreign partners from
neighbouring nations. The incidence of knowledge transfer within product
innovation and target marketing also tends to vary with the age of the joint
venture. An analysis based on industry classification revealed that the transfer of
knowledge regarding logistics management occurs most for firms in the
manufacturing sector. In the service sector, the highest incidence of knowledge
transfer within the areas of promotion management and target marketing
management occurred in the agricultural sector |
| first_indexed | 2024-03-06T15:08:38Z |
| format | Article |
| id | usm.eprints-36553 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:08:38Z |
| publishDate | 2010 |
| publisher | Asian Academy of Management (AAM) |
| record_format | dspace |
| spelling | usm.eprints-365532017-09-18T02:15:55Z http://eprints.usm.my/36553/ Transfer Of Marketing Knowledge In Thai International Joint Venture Firms Mohamad, Osman T. Ramayah, T. Ramayah Hathaivaseawong, Nit HD28-70 Management. Industrial Management The focus of this study is the transfer of marketing knowledge within Thai joint venture firms. The perspectives of Thai managers were surveyed using a structured instrument. The analysis identifies seven dimensions of marketing management knowledge: promotion management, price management, logistics management, product innovation management, strategic marketing management, cross-cultural management, and target marketing management. The incidence of transfer is highest for activities in strategic marketing management, followed by price management. Transfer in product innovation management and target marketing management tends to vary with the age of the joint venture. Joint venture firms with foreign partners originating from Western, advanced, industrialised nations recorded the highest incidence of knowledge transfer occurring within product innovation management. This trend also holds true for the management of promotion activities. The incidence of transfer in target marketing management is lowest among firms with foreign partners from neighbouring nations. The incidence of knowledge transfer within product innovation and target marketing also tends to vary with the age of the joint venture. An analysis based on industry classification revealed that the transfer of knowledge regarding logistics management occurs most for firms in the manufacturing sector. In the service sector, the highest incidence of knowledge transfer within the areas of promotion management and target marketing management occurred in the agricultural sector Asian Academy of Management (AAM) 2010 Article PeerReviewed application/pdf en http://eprints.usm.my/36553/1/art_5_%28197-216%29.pdf Mohamad, Osman and T. Ramayah, T. Ramayah and Hathaivaseawong, Nit (2010) Transfer Of Marketing Knowledge In Thai International Joint Venture Firms. Asian Academy of Management Journal (AAMJ), 15 (2). pp. 1-20. ISSN 1394-2603 http://web.usm.my/aamj/15.2.2010/art%205%20%28197-216%29.pdf |
| spellingShingle | HD28-70 Management. Industrial Management Mohamad, Osman T. Ramayah, T. Ramayah Hathaivaseawong, Nit Transfer Of Marketing Knowledge In Thai International Joint Venture Firms |
| title | Transfer Of Marketing Knowledge In Thai
International Joint Venture Firms |
| title_full | Transfer Of Marketing Knowledge In Thai
International Joint Venture Firms |
| title_fullStr | Transfer Of Marketing Knowledge In Thai
International Joint Venture Firms |
| title_full_unstemmed | Transfer Of Marketing Knowledge In Thai
International Joint Venture Firms |
| title_short | Transfer Of Marketing Knowledge In Thai
International Joint Venture Firms |
| title_sort | transfer of marketing knowledge in thai international joint venture firms |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/36553/1/art_5_%28197-216%29.pdf |
| work_keys_str_mv | AT mohamadosman transferofmarketingknowledgeinthaiinternationaljointventurefirms AT tramayahtramayah transferofmarketingknowledgeinthaiinternationaljointventurefirms AT hathaivaseawongnit transferofmarketingknowledgeinthaiinternationaljointventurefirms |